Research Directions in Macromarketing: A New England Perspective

Robert W. Nason, Nikhilesh Dholakia, Aaron J. Alton, Albert Della Bitta, Ruby Roy Dholakia, Greg Lessne, Ronald Fullerton, Patricia Meyers, Richard Nielsen, Anil Pandya, Jehiel Zif

Research output: Contribution to journalArticlepeer-review


A group of New England macromarketers met at the University of Rhode Island, Kingston, in July 1984 to explore research directions in macromarketing. At issue was the perceived need to accelerate empirical and applied work in macromarketing and to augment the intellectual base for the field. This article reports on the research directions that evolved from the Kingston meeting and subsequent interactions.

Original languageEnglish
Pages (from-to)65-69
Number of pages5
JournalJournal of Macromarketing
Issue number1
StatePublished - Jun 1986
Externally publishedYes


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